Why Email Marketing Is One of Your Most Valuable Marketing Tools

If you’re anything like me you’ve unwittingly opted in for dozens of mailing lists. On a regular basis I’ve found myself removing my inbox filled with e-mail ads promoting discounts and bargains. I hardly ever have a look at them and even when I do I rarely take action. So why bother with e mail marketing?

Mainly because it works. Yes, it may seem like nobody pays attention but the typical ctr for email offers is 3-5%. For every $1 invested in e-mail marketing the average return is $44.25. That’s a 4,300% ROI.

It’s also cheap. There’s no postage required. Simply build a marketing campaign and hit send. Email has an additional buyersignupdeals goal as well. Company awareness. A lot of times individuals decide on a particular brand not because they believe that it is superior but merely because they remember the brand. Don’t forget, the intention of advertising is not necessarily about creating a sale right that instant. It’s about burning your brand into a buyers memory so you are the first person they think of when they are ready to make a purchase. Even if your e-mail goes straight to the trash you still reminded them of your existence. And sometimes you’ll send along a promotion at just the perfect moment when they needed your service.

Building Your Subscriber List

Choosing to implement an email marketing plan is great but how do you establish an email list? Your website is an excellent place to begin. Make sure you’ve got sign-up forms conveniently positioned on your website. People visiting your website can subscribe for notifications or be informed of specials. As you gain new customers make sure you collect their info when they make a purchase. If you incorporate ecommerce on your site make sure to include email signups at checkout. Most businesses have a contact form for inquiries about a service or product. Once again it’s a great opportunity to collect email addresses. Do you offer a downloadable report or white paper to customers? Require an email address in order to access it. You can also promote a contest or host live webinars which would require an e-mail signup. Industry exhibits and expos may also be excellent opportunities to obtain client info.

Newsletters

E-mail marketing isn’t only about pushing a promotion. It’s also about staying engaged with your customers. All that amazing content you’re building is wonderful content for a newsletter. Provide useful information to your list and bring them to your site to check out new articles. Update people about what are you doing with your business. Are you participating in charity work? Have you hired a new employee? Are you throwing a big event you’d like people to attend? Email is an excellent way to announce all of the exciting things you’re doing.

Information Powered Email Marketing

We live in a data driven world and data is a thousand times simpler to collect than it was in the past. We now have insight into our customers and their behaviors. You can collect details about age, gender, past purchase tendencies, geographical location, etc. All of this information allows you to segment your email lists and cater messages to a specific audience.

Just take a look at how Amazon uses data to suggest music, books, or products based on what the customer has ordered in the past. Yes, it can be somewhat creepy how much they know about you but it also makes things less complicated for me as a shopper.

Take a photographer for instance. Let’s say they specialise in newborn and family photography. One of their goals is to generate repeat business so they try to collect relevant information from their mommy clientele with newborns. They pay attention to birthdays, how many children are in the household, and even wedding anniversaries.

This data allows the photographer to create promotions aimed towards specific clients. They may mail out special deals for 3 month, 6 month and 1st birthday photography sessions. Even years later they may be able to solicit for senior pictures when graduation rolls around. As the photographer discovers more about the spending behaviors of their clients they can send special deals to preferred clients.

If you acquire birthdays you could mail out birthday greetings that let your customers know you are thinking about them. Information is one of the most beneficial tools businesses have available but it is only as beneficial as the insight you derive from it and the actions you take with it.

Analyzing Performance

It may be easy to send out an email but it is considerably more challenging to optimize your time and efforts. If you’re new to email marketing you will need some time to test and measure the performance of certain promotions. Some items to consider are:

What time of day do you deliver emails?
What day of the week do you send out emails?
How often do you send out promotions?
Which campaign messages perform better?
What subject lines perform better?
Where is the placement of images and text?
What fonts do you use?

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